God Save the Queen is a pub, located in the London suburbs. To stand out from similar brands, the pub playfully makes fun of the British Royal Family as a theme. The target audience is London residents and tourists ages 30–45.

The pub’s theme was chosen because it caters to both tourists’ curiosity to explore Royal Family secrets and the British pastime of poking fun at the Royal Family. To emphasize the idea, a punk-rock style native to England was used. The design for the pub is very informal with light-hearted humor and sarcasm throughout. Bright colors and mixed display typography add to the grungy atmosphere. Photos of the Royal Family are accented with well-known British jokes. The personality of the brand is derisive and careless—an invitation to have fun together at the expense of the monarchy.